Confidential and proprietary material for authorized Verizon Wireless personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

DROID - Usage Guidelines

October 15, 2009

Please contact Steve Goulden if you have questions: email Steve.Goulden@verizonwireless.com phone: 908 559 8340

Confidential and proprietary material for authorized Verizon Wireless personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

2

DROID

• “DROID” is a trademark of Lucasfilm Ltd. • Verizon Wireless uses the name “DROID” under license.• We must a trademark disclosure to identify the fact that the name is used

under license.• We will not use a TM next to the name except in the disclosure notices as

indicated below. • Use the following disclosure for TV, Print, Packaging, Direct Marketing,

Collateral, Online Web pages, Online Landing pages– “DROID is a trademark of Lucasfilm Ltd. and its related companies. Used under

license. " • For TV, Outdoor advertising and Online banners you may use an

abbreviated disclosure:– “DROID TM Lucasfilm Ltd. Used under license.– Where space is very limited, such as in pop up and some banner ads, you may

use “DROID ™ LFL”• See slides 5, 6, 7, 8, 9, 10, 11, 12 & 13 for examples of trademark

disclosure.• Exception: Radio. We do not use the trademark disclosure for Radio

• Please contact Steve Goulden if you have questions: email Steve.Goulden@verizonwireless.com phone: 908 559 8340

Confidential and proprietary material for authorized Verizon Wireless personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

3

Graphic Treatment for DROID

• The DROID graphic treatment has been custom created by the advertising agency team.

• Always use the artwork provided. Do not attempt to recreate the treatment.

• Device manufacturers and Indirect retailers may use choose to use the DROID graphic treatment.

• In advertising materials it is used in context of the overall campaign against the gray textured background options provided in advertising artworks.

Example use on packaging

Confidential and proprietary material for authorized Verizon Wireless personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

4

Graphic Treatment for DROID DOES

• A pivotal element in the overall campaign is the concept of what DROID does.

• It is reinforces the capabilities of DROID devices.• This is communicated by the phrase “DROID DOES”• The graphic treatment is shown below in context of advertising.

Example from print advertising

Confidential and proprietary material for authorized Verizon Wireless personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

5

Trademark Disclosure - In Store Collateral

• Please contact Steve Goulden if you have questions: email Steve.Goulden@verizonwireless.com phone: 908 559 8340

• The disclosure will appear on each page that the DROID name appears

Confidential and proprietary material for authorized Verizon Wireless personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

6

Trademark Disclosure - Packaging

• Please contact Steve Goulden if you have questions: email Steve.Goulden@verizonwireless.com phone: 908 559 8340

• The disclosure appears on the side panel.– “DROID is a trademark of Lucasfilm Ltd. and its related companies. Used under license. "

– In the disclosure DROID is all caps

Front Panel Side Panel

Confidential and proprietary material for authorized Verizon Wireless personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

7

Trademark Disclosure – Print Advertising

• Please contact Steve Goulden if you have questions: email Steve.Goulden@verizonwireless.com phone: 908 559 8340

• The trademark disclosure to be located vertically on the right side of print ads.

Confidential and proprietary material for authorized Verizon Wireless personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

8

Trademark Disclosure – Online Web Pages

• Please contact Steve Goulden if you have questions: email Steve.Goulden@verizonwireless.com phone: 908 559 8340

• Use the full trademark disclosure on all web landing pages on VerizonWireless.com where the pages will be dedicated to promoting DROID.

• Use disclosure with the device online descriptions– Link for an example of a device online description below. We will add the disclosure to

each DROID device page: – http://www.verizonwireless.com/b2c/store/controller?item=phoneFirst&action=viewPhoneDetail&selectedPhoneId=2546

Confidential and proprietary material for authorized Verizon Wireless personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

9

Trademark Disclosure – Verizon Wireless Homepage

• Please contact Steve Goulden if you have questions: email Steve.Goulden@verizonwireless.com phone: 908 559 8340

• Use the full disclosure notice in DROID online ads on the Verizon Wireless homepage.

• Where space is limited use the abbreviated version.– “DROID TM Lucasfilm Ltd. Used under license.”– In very limited space situations, the following alternate

abbreviated notice is acceptable: “DROID TM LFL”

• These adds change every 5 to 6 seconds– http://www.verizonwireless.com/b2c/index.html

Proposed location for disclosure

Confidential and proprietary material for authorized Verizon Wireless personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

10

Trademark Disclosure – Online Banners

• Please contact Steve Goulden if you have questions: email Steve.Goulden@verizonwireless.com phone: 908 559 8340

• An abbreviated trademark disclosure notice can be used in online banners where space is limited.

• Example # 1: – Verizonwireless.com search banner– Location and relative size to page is shown

on right

Confidential and proprietary material for authorized Verizon Wireless personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

11

Trademark Disclosure – Online Banners

• Please contact Steve Goulden if you have questions: email Steve.Goulden@verizonwireless.com phone: 908 559 8340

Example # 2: – Online banner ad examples on other web

sites.– Location and relative size shown on right.– Proposed Banner shown below showing

sequence of animation.

There may also be larger banners such as this where there may be space to use the disclosure

Confidential and proprietary material for authorized Verizon Wireless personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

12

Trademark Disclosure – Holiday Print

• Please contact Steve Goulden if you have questions: email Steve.Goulden@verizonwireless.com phone: 908 559 8340

• Example of disclosure on Holiday print advertising.

Confidential and proprietary material for authorized Verizon Wireless personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

13

Trademark Disclosure – Holiday Print

• Please contact Steve Goulden if you have questions: email Steve.Goulden@verizonwireless.com phone: 908 559 8340

• Example of disclosure on Holiday print advertising.

Confidential and proprietary material for authorized Verizon Wireless personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

14

DROID – Font in Campaign Advertising Materials

• The font used in Verizon Wireless campaign advertising materials is different from the custom created graphic treatment for DROID. It is :

– Infinity

Call Out Card Poster Print Ad

Confidential and proprietary material for authorized Verizon Wireless personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

15

Font - When Not Part of the Droid Campaign

• Where Droid is being advertised in materials that are not integrated into the overall campaign we will use a regular font.

• This will be Meridian Pro for most Verizon Wireless advertising.• For Manufacturers and Indirect retailers the font would match whatever is

used in the rest of their advertising.– The guidelines for when DROID is used as all caps or initial caps will still apply

as will the requirement to include the trademark disclosure.

Confidential and proprietary material for authorized Verizon Wireless personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

16

DROID - When To Use All Caps

• Use all caps in headlines

• Use Initial caps in the body copy text of an ad.

• Use all caps to describe the device for first time:

Confidential and proprietary material for authorized Verizon Wireless personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

17

DROID by Motorola

• The name of the Motorola device is: – “DROID by Motorola”

• The guidelines on previous pages apply. • A Lucasfilm trademark disclosure notice is mandatory and must be

used in all elements except radio script• When the name is used without logos in creative e.g. in text/under

device images in magalog etc the name is: – "DROID by Motorola"

• It is not "Motorola DROID"

• Please contact Steve Goulden if you have questions: email Steve.Goulden@verizonwireless.com phone: 908 559 8340

Confidential and proprietary material for authorized Verizon Wireless personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

18

DROID ERIS by HTC

• The name of the HTC device is: – “DROID ERIS by HTC”.

• The guidelines on previous pages apply. • A Lucasfilm trademark disclosure is mandatory and must be used on

all elements except radio script• When we refer to the device in context of HTC it is:

– “DROID ERIS by HTC”• It is not " HTC DROID ERIS"• All Caps for headlines and device call outs.• In body copy of an article or text it is initial caps: “Droid Eris by HTC”• The graphic treatment may be used if needed:

• Please contact Steve Goulden if you have questions: email Steve.Goulden@verizonwireless.com phone: 908 559 8340

Confidential and proprietary material for authorized Verizon Wireless personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

19

Branding Use with Google

• Whenever we are using the “Verizon I Google” logo lock-up, we will only use the “Verizon” logo, and not the “Verizon Wireless” logo.

• We will use the “Verizon Wireless” logo whenever we are not using the “Verizon I Google” logo lock-up.

• Please contact Steve Goulden if you have questions: email Steve.Goulden@verizonwireless.com phone: 908 559 8340